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How to become a Better Business Marketer
By Abe Cherian
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How to become a Better Business Marketer
Copyright ? 2006
It's a fact that business these days is more competitive
than it's ever been. To stay alive, you can't just offer a
quality product at a fair price. You have to know how to
market effectively. And as you know, marketing goes hand in
hand with advertising.
Unfortunately, most business owners have no idea of how to
get the most out of every marketing dollar they spend. You
should demand that you get the best possible results from
every dime you drop into marketing.
Does this seem too obvious? Look through your yellow pages.
Pick them up right now and glance through them. Answer this
question: are most of the ads telling you what benefits you
get if you become a customer? Or are the ads telling you
about the companies, where they are, how wonderful they
are, what they do, how great their quality is, how great
their service is, and all about them?
Around 95% of the ads are totally focused on the business
and not on what the business can do for you, the prospect.
Pay attention to advertisements in newspapers, on the
television, and on the radio. You'll find the same thing
happening in those places, consistently, every day. This
type of selfish advertising falls into the terribly
wasteful category of "institutional" advertising.
Institutional advertising produces, at best, deferred
results. At worst, institutional advertising is
ineffective, unproductive, and a wasteful expense that
accomplishes no profitable purpose whatsoever.
You know it's institutional advertising when it tells you
how great the company is, or how old and stable they are,
or some other frilly, fancy, cutesy and other
non-compelling foolishness.
Your selfishness is what kills most of your marketing. From
brochures to flyers, sales letters to advertisements, your
marketing message should let your prospects know that you
are concerned only with what they want.
Anything about you should always come last. Your customers
should always come first. All marketing materials you
create should focus on what the prospects want and need.
Every sentence should show that you understand their wants
and needs. Until your marketing efforts focus on the
prospects first, your marketing is handicapped.
Determine who your market is. Ninety percent of the
businesses out there never precisely determine who their
market is, and what the desires, needs, wants, and passions
of the prospects in that market are. This is a grave
mistake.
The successful marketer can tell you precisely who he's
marketing to, and what they want in a product or service.
He can tell you his best prospect's approximate age,
location, education level, income level and other critical
information. You must know the who first, and then you can
focus on the why.
Why do your customers buy from you? What do your customers
want or need most in the products or services you offer?
Remember, you need to focus on discovering what the "why"
is so that you can focus your marketing efforts on showing
your prospects that you can meet the "why" in the most
satisfactory fashion.
Think about it. How can you expect to adequately fill
someone's needs if you never take the time to understand
them? It's simple, yet few companies ever bother to work at
meeting their customers' needs.
Companies that is successful with their marketing
understand their customers' needs and attempt to satisfy
those needs better than the competition.
If you want to own your market, find out what your
customers really want. Discover their desires. Search out
their passions and needs. Once you have this information,
you will be armed to corner your market.
Capture Your Customers & Prospects Names And Addresses.
Of all the terrible marketing mistakes made, I feel that
this one has caused companies to lose the most money. I'm
talking about hundreds of thousands of dollars every month.
Why a company would spend hundreds and thousands of
dollars
to get a customer in the door and then let them walk out
without getting their name and address and other vital
information from them is beyond me.
I can't understand it, but 90% of the businesses in America
don't ever bother to keep track of their loyal customers,
let alone any prospects. Your mailing list, or customer
database, is your biggest source of lifetime profits.
keep track of every customer and every prospect. According
to Fortune Magazine, it costs five times as much to
generate a new customer than to resell to an existing
customer. Existing customers are almost as good as money in
the bank.
Your existing customers already know and trust you. They
bought from you and (hopefully) had a positive experience
with you. They know you'll deliver on your promises,
because you've done it before with energy and promptness.
All you need to do is develop a systematic way of keeping
track of them, and then ask them to buy from you more
often. By establishing a long term relationship with your
customers and prospects, you can maximize your business
success. Especially if your products or services help solve
your customers' problems.
About the Author
If you wish to find home business or learn how you can easily and realistically start your own home based business then visit Free Home Business Tips.
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